Complaining Behavior Research Of Internet Consumer In China

Consumers maybe feel dissatisfaction after they buy the products or receive the services, and they would complain. If consumer complain is not properly handled, the impact to the enterprise is tremendous, and even is vital. If an enterprise can understand consumer complain deeply and can resolve the problem well, they would be easier to win consumer loyalty than usual. On the basis of literature review of consumer complain, the paper does the empirical research of Chinese network consumer complain to provide some reference of complain management for the businessmen who take in the E-commerce, so as to effectively reducing network complain behavior and improve the level of service, and increase customer satisfaction, reaching win-win of consumer and businessmen.There are not many studies of complaining behavior of network consumers about Domestic and foreign scholars, it is rare to study complaining behavior of Chinese network consumers. On the basis of studying research of complaining behavior of consumers, applying theoretical analysis and empirical analysis, the integration of interviews and questionnaires and using methods of investigation and all sorts of statistical analysis, complaining behavior of Chinese network consumers is studied comprehensively.The major contents of the Empirical studies include the following: the main contents of complaining behavior of Chinese network consumers, the impact factors of complaining behavior of, the difference about personal characteristics between the impact factors of complaining behavior and complaining tendency about Chinese network consumers, the difference analysis and related analysis between the impact factors of complaining behavior and complaining tendency about Chinese network consumers, the Regression Analysis of the impact factors of complaining behavior and consumer satisfaction after service remedy about Chinese network consumers, the Regression Analysis of complaining tendency and consumer satisfaction after service remedy about Chinese network consumers.Through research, we get the conclusions of the main content of complaining behavior of Chinese network consumers, the four factors of complaining behavior of Chinese network consumers and ways of enhancing the consumer satisfaction of Chinese network consumers. According to these researches, we propose that it should establish a complete information system of consumers and standardized system of Convenient, reasonable consumers complaining.